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Hi, Thierry Mugler Parfum just revealed via the social networks, the new Advertising of his masculine fragrance A*men. In the ad, we can see a bionic runner, translated by the silhouette of Oscar Pistorius.

Mugler_A_Men_1996A*men, was launched in 1996, 4 years after the extraterrestrial fragrance for women, Angel. He was not a masculine partner for the feminine blue star. He was more than that. A sophisticated vision of men’s elegance. It revisits the oriental sensual olfactive family for men and proposes a dual vision of masculinity: fragile and powerful at the same time. The emblematic flacon is an astonishing Silver metal flask revealing a blue intense star on its center.

In 1998, Thierry Mugler shot an amazing advertising for his male fragrance. A new hero was born.amen-thierry-muglerSlightly inspired by American Comics, this half man, half messenger of gods, took birth in the sulfurous lakes of Iceland. As if he was bringing something important to MANkind. It was a message of power, charisma and elegance. This ad was by far my preferred ad during many years. A modern vision of a Muglerian Silver Surfer.

Amen thierry muglerIn 2005, Thierry Mugler wanted to highlight the strenght and the elegance of the Mugler man, via the titanic silhouette of a modern hero. The model’s name was Greg Plitt and his muscles revealed a powerful connection with the fragrance. All in paradoxes: Fragile and Powerful, Raw yet elegant, dark yet bright…. not a conventional ad, a real photographer work sculpting the body with light and shadows.

2011, reveals a new chapter, back to the roots of A*men. We can see that the futuristic spirit of the Fashion house remains complete. The futuristic messenger from 1998 becomes a bionic Fan, running faster than light and bringing to Men a message of Victory and power. “Au delà du Parfum”, Beyond fragrance is the tag line. We can easily see that A*men is definitely more than a fragrance. It is a burning soft energy star bursting when you might need it the most. The character shows a determined man, goal oriented that nothing could stop him to reach his objective. The ad was shot by the talented photographer Ali Mahdavi and the model is a south African athlete Oscar Pistorius. He has a name of a true mythological hero. He is also the faster man alive on no-legs, as he is a participant in the Paraolympics. He has the world record for 100, 200 and 400m. Some people call him the Blade runner as he uses a Cheetah Flex-Foot carbon fibre transtibial artificial limbs by Ossur.


Check here an extract of the making of:

And here the 30 seconds Ad:

Like it or not, at least we can admit it is totally different from all the pinky cheesy conservative Fragrance establishment. I am definitely big fan. Congratulations to the brand who is definitely pushing the boundaries here.

What do you think?